國際廣告의 標準化와 適應化戰略에 관한 硏究 = A Study on Strategy of International Advertising Standardization and Adaptation

다국어 초록 (Multilingual Abstract)

International promotion has generated considerable discussion since the 1960s, mainly concerning whether international companies should adapt or standardize their foreign advertising messages.
International advertisers are often faced with the problem of whether, to what extent, and in which manner advertising should be adapted or changed prior to deployment in diverse foreign markets.
That is, under what circumstances should advertising campaigns be standardized or localized, and to what extent?
Proponents of the standardized approach advance various reasons to support their viewpoint. First, there is the cost savings.
Once an advertising concept is developed, it can be transferred to other nations with minor additional Second is the realization of economies of scale made possible by the centralization of world-wide advertising authority in the home office. Third, standardization permits full utilization of home office advertising expertise hard won on the fiedl. Fourth, it prevents the generation of disparate messages in different nations which eventually may blur the established image of the product. Fifth, the common approach to advertising ensures proper concern for corporatewide objectives in promoting the product. Finally, similarities in the across nations justify the standardized approach.
On the other hand, advertising theorists supporting the adaptation of commercial messages suggest that advertising is one of the most difficult marketing elements to standardize, sometimes because of the legal restrictions that require changes in copy or make certain media unavailable, but more often because of cultural differences.
The determination of international advertising strategy is not a simple matter of choosing between standardization and adaptation. Conditions differ from nation have been successfully transferred, another campaign might flop in the same country.
Besides, even where adaptation appears satisfactory, companies naturally do not want to give up the benefits of standardization.
To resolve the problem, strategy should be formulated after careful analysis and consideration.

목차 (Table of Contents)

• Ⅰ.序論
• Ⅱ. 國際廣告의 意義및 形態
• 1. 國際廣告의 意義
• 2. 國際廣告의 形態
• Ⅲ. 國際廣告의 標準化아 適應化戰略
• 1. 國際廣告戰略의 意思決定
• 2. 國際廣告의 標準化戰略
• 3. 國際廣告의 適應化戰略
• Ⅳ. 國際廣告의 標準化와 適應化戰略의 影響要因
• Ⅴ. 結論